Initiative was the most competitive network globally last year in media pitches, according to a new report from RECMA.
In the so-called “Compitches” report, RECMA evaluates the pitch competitiveness of 719 media agencies in 46 countries and awards grades based on criteria including size, contenders, assignment(s) and other benchmarks. Grades also factor in the balance between client wins/retentions and departures.
Behind Initiative, OMD was ranked second for 2020, followed (in order) by Havas Media, PHD, Carat and Wavemaker, per the report.
The report also tracks local agencies annually and over a three-year period (2018, 2019 and 2020).
Over the last three years, three shops tied for the top-ranking accumulating 15 points, the maximum under RECMA’s rating system: OMD Media Instinct (Russia), Media Investment (Romania) and Wavemaker (China).
Four agencies garnered 14 points during the same period: OMD (Italy), Dentsu X (India), Mediaplus (Germany) and Carat (Spain).
Nine agencies weren’t far behind with 13 points, including Initiative in Romania and Australia and UM in Canada and Peru. The others were Zenith China, OMD Media Direction Russia, Starcom Taiwan, OMD Australia and Mindshare India.